Swedish gigant furniture in creative ways parody advertisements of luxury brands. The goal of the campaign is to prove, that elegant and stylish solutions are available also in the offer IKEA – and that is at affordable prices.
Parody luxury as a marketing tool
New campaign “Actually, It’s IKEA” consists of three spots of advertising, which reproduce style advertising of known premium brands. Each of these is based on associations with exclusive products, to finally reveal, that the presented items are from the IKEA assortment
and cost a fraction of the price of luxury counterparts.
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composes cradle and educates nt. healthy sleep
In the first spot an older man with great care prepares drinka in the glass, a narrative highlights its uniqueness and rich heritage. State shows that it is a popular
model glass “Pokal” IKEA, available for only six dollars.
The second advertisement is styled as a campaign perfume. The protagonist watches her elegant, wavy fabrics, but in the final shows
that this is a set of sheets IKEA for less than 35 dollars.
The third spot shows the model posing on an elegant design chair.
The camera slowly reveals, that this chair is “Teodores” from IKEA, whose price is just 45 dollars.
Accessibility as the foundation of IKEA’s
At the end of each spot the voice from behind the frame is emphasized, that luxurious experiences can be accessible at affordable prices.
The “Actually, It’s IKEA” campaign perfectly embodies the philosophy of the brand, which has focusedonfunctionality,aestheticsandaccessibilityforyears.Shows,thatstylelivingdoesn’thavetobeexpensive-justlookateverydayobjectsfromnewperspective.
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